Evaluation of

1
Chapter 12

• Evaluation of
• Print Media

2
Classifications of Magazines

• By Content
• ________ Magazines
• __________ Magazines

• By Size
• Large
• Flat
• Standard
• Small or Pocket
• By Geography
• Local
• Regional
• National

3
Advantages of Magazines

• Selectivity
• Reproduction Quality
• Creative Flexibility
• Permanence
• Prestige
• Receptivity, Involvement
• Services

4
Special Magazine Features

• Bleed Pages
• Inserts
• Gate Folds
• Pop-ups
• Creative space buys

5
Disadvantages of Magazines

• Costs
• Limited Reach and Frequency
• Long Lead Time
• Clutter and Competition

6
Magazine Circulationand Readership
Circulation Primary Circulation Pass-along Rea
dership
7
Newspaper Classifications

• Publication Frequency
• Type

• Size
• Audience Type

8
Advantages of Newspapers

• Extensive Penetration
• Flexibility
• Geographic Selectivity
• Involvement, Acceptance
• Services Offered

9
Newspaper Drawbacks
Reproduction quality Short life span Not psy
chographically selective Heavy ad competition
(Clutter)
Maybe overlapping circulation